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Back-to-school isn’t just a shopping season—it’s a ritual. Across the country, parents, students, and teachers are preparing for new routines, fresh starts, and long lists of essentials. From paper products and snacks to laptops and locker padlocks, the carts fill quickly. And for brands, the stakes are high: this is one of the year’s most concentrated and competitive shopping moments.
At the centre of it all is Walmart, a trusted one-stop shop for millions of families. With its expansive 400+ store network in Canada and growing digital presence, Walmart commands a unique position in the back-to-school journey. But in a market where shopper behaviour changes fast and varies widely by region, just being present on the shelf or website isn’t enough.
That’s where Scintilla, powered by Walmart Canada first-party data, comes in. With visibility into real shopper behaviour across provinces and channels, it goes beyond basic sales data to reveal the full picture, so suppliers can tap into the needs of customers and optimize omnichannel operations.
We recently used Scintilla to explore what back-to-school looked like in 2024—and the insights were clear: Walmart first-party data can help suppliers plan smarter, act faster, and stand out when it matters most.
When do shoppers buy?
According to Scintilla Shopper Behavior’s Daily and Hourly report, Canada’s back-to-school season doesn’t follow a one-size-fits-all calendar. It begins in the last week of June, ramps up through July, and peaks nationally in the fourth week of August—before dropping off in early September.
But zoom in, and provincial trends tell a deeper story:
- Quebec shoppers tend to start earlier, with their peak in mid-August.
- Ontario shoppers buy later, with a spike in the final week before school starts.
School supplies by Provinces and Territories
Source: Walmart First-Party Data provided by Scintilla, Shopper Behavior, June. 2024. Reflecting June. 2024 - Sept. 2024
These insights can help brands plan promotions, adjust messaging, and align inventory to local demand—not just national averages.
Back-to-school shoppers are coming back—are you ready to meet them?
The Shopper Behavior Shop Across Time report shows that 32% of customers who bought school supplies at Walmart in 2023 returned to do so again in 2024. This year-over-year loyalty signals strong trust in Walmart and a major opportunity for brands to build long-term relationships with repeat shoppers.
Returning back-to-school shoppers
Source: Walmart First-Party Data provided by Scintilla, Shopper Behavior, June. 2024. Reflecting June. 2024 - Sept. 2024
But returning customers are also watching their wallets. According to the Shopper Behavior Performance in Detail report, 31% of Walmart Canada customers are price-sensitive, particularly during the back-to-school season.
For suppliers, this means it’s not just about being on the shelf. It’s about delivering clear, compelling value and positioning your products to win baskets now and build loyalty that carries into the holidays and beyond.
Beyond notebooks: What else is in the basket?
Back-to-school shopping goes far beyond pencils and paper. Insights from the Shopper Behavior Performance in Detail and Basket reports show that shoppers are preparing not just for the classroom, but for the whole home.
They're buying in combinations—headphones with notebooks, socks with pencils, locker padlocks with binders—revealing bundled needs that span categories. Understanding these patterns allows brands to build smarter marketing promotions and recommend cross-merchandising strategies that grow basket size and lift entire categories.
Top purchased categories
Source: Walmart First-Party Data provided by Scintilla, Shopper Behavior, June. 2024. Reflecting June. 2024 - Sept. 2024
Where are they shopping?
In 2024, Walmart Canada’s in-store experience remained the top choice for back-to-school shoppers, but that’s only part of the story. While most purchases are made in-store, the shopping journey often begins online.
Last year, on Walmart.ca, the top 15 back-to-school search terms drove over 150,000 searches in the days leading up to the school year, signaling strong digital intent. This online engagement, despite lower overall online conversion is likely driven by students actively researching key categories like notebooks, backpacks, and tech accessories.
At the same time, Scintilla Channel Performance data points to a growing number of shoppers choosing delivery, illustrating a more blended, cross-channel path to purchase. For brands, this reinforces the need for a fully integrated presence because if you're not optimized across both shelf and screen, you're missing part of the mission.
Back-to-school shopping channels
Source: Walmart First-Party Data provided by Scintilla, Shopper Behavior, June. 2024. Reflecting June. 2024 - Sept. 2024
Ready to win this back-to-school season—and the next?
Back-to-school is a critical moment to connect with Canadian families—but also a launchpad for year-round growth. The brands that succeed aren’t just guessing at what works—they’re using Walmart Canada’s first-party data to act early, move smartly, and outmaneuver the competition.
Don’t just show up—stand out. Use Walmart’s first-party data available through Scintilla to own the back-to-school season and beyond.
Connect with our team to unlock fresh opportunities, enhance your retail readiness, and fuel your brand’s success this season.
1. Walmart First-Party Data provided by Scintilla, Shopper Behavior, June. 2024. Reflecting June. 2024 - Sept. 2024
2. Walmart Canada, Digital Experience, Back-to-School, 2024 (Aug 29, 2024- Sept 5, 2024)
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